Evaluating Public Relations

Enhanced descriptions from Syndetics:

Evaluating Public Relations advises PR practitioners at all levels how to demonstrate clearly and objectively the impact that their work has to their clients and managers. The authors draw on both their practical and academic experience to discuss a diverse range of evaluation methods and strategies, illustrated throughout with many award winning case studies and interviews.Fully revised and updated, the second edition of this invaluable book allows practitioners to more closely monitor and evaluate their campaigns and helps them develop more robust campaign strategies. This edition includes new information on: online evaluation; measuring relationships; practitioner culture; evaluation procedures and structures; payment by results; econometrics; word of mouth.Covering both theory and practice, Evaluating Public Relations is an essential handbook for both students and experienced practitioners.

Excerpt provided by Syndetics

Contents: 1:Principles of Public Relations Practice 2:Evaluation and Communication Psychology 3:Practitioner Culture Why We Do What We Do 4:Gathering and Interpreting Information 5:Evaluation Structures and Processes 6:Developing a Media Evaluation System 7:Evaluation in Practice: Case Studies 8:Objectives and Objective Setting 9:Future Developments Excerpted from Evaluating Public Relations: A Best Practice Guide to Public Relations Planning, Research and Evaluation by Paul Noble, Tom Watson All rights reserved by the original copyright owners. Excerpts are provided for display purposes only and may not be reproduced, reprinted or distributed without the written permission of the publisher.

Reviews provided by Syndetics

CHOICE Review

Public relations professionals are under pressure to validate their value by demonstrating that their efforts work. The Institute for Public Relations in the US and the Chartered Institute of Public Relations in the UK sponsor research and produce guidelines on evaluating public relations--an issue about which "there is considerable confusion as to what it means." This book makes a valiant effort to overcome that confusion. Watson (academic; PR consultant) and Noble (PR consultant) establish "principles of evaluation," discuss the importance of setting objectives, explain research methodologies for assessing public relations outcomes, and provide guidelines for media placement monitoring systems. Separate chapters are devoted to relationship management as the key to effective crisis management and to the "challenge of the online environment." This is more a textbook than how-to guide, but case studies of evaluation efforts by organizations such as PricewaterhouseCoopers, Airbus, and Southwest Airlines illustrate "evaluation in practice." In each chapter, interviews and questionnaire responses from public relations practitioners add practical appeal. For that reason, this volume may be a better choice than Erica Weintraub Austin and Bruce Pinkleton's Strategic Public Relations Management (2nd ed., CH, Jan'07, 44-2784), especially for libraries serving practitioners as well as scholars and students. Summing Up: Highly recommended. Upper-division undergraduate through professional collections. M. S. Myers Carnegie-Mellon University